The Toyota GR86 Is Significantly Outselling the Subaru BRZ, and There’s a Clear Explanation for This Trend

The GR86 is outselling the BRZ at a ratio of five to on

The Toyota GR86 and Subaru BRZ share similarities, but their sales figures tell a different story. As of the end of the second quarter of 2024, the GR86 saw 7,467 units sold in the United States, while its platform-mate, the BRZ, managed only 1,414 sales.

The GR86 is outselling the nearly identical BRZ by a ratio of five to one. A Subaru spokesperson explained, “Sales are directly tied to production. We have allocated a specific number of production units for the US market, prioritizing Forester production.” It’s worth noting that Toyota boasts a stronger retail network compared to Subaru in the US, contributing to the disparity in sales figures.

Toyota has reported a 41.9 percent increase in GR86 demand this year, whereas Subaru has noted a 43.7 percent decline in sales for its counterpart during the same period from January to June. In the latest month, 1,500 units of the GR86 were sold compared to only 243 units of the BRZ. Notably, the BRZ ranks as Subaru’s slowest-selling product through June. Conversely, the GR86 has outsold other Toyota models such as the Crown and Supra during this period.

Regarding Toyota’s pricier sports car, which has recently dropped its four-cylinder engine for the 2025 model year, demand has declined by 7.8 percent in the first half of the year. Deliveries fell to 1,495 units, and with the removal of the cheaper base model, its outlook appears uncertain. While a hotter Supra GRMN is anticipated, it is expected to be a limited-run special edition, unlikely to significantly impact sales.

In a related development, Toyota sold just 13 units of the Prius in June, a stark contrast to the 2,466 units sold in the same month last year. This decline follows a recall in April for rear doors that could open while driving, prompting a stop-sale on the hybrid model.

Update: This story has been revised with a statement from Subaru regarding BRZ sales, and the headline has been adjusted accordingly.


  • Ian Sawyer

    Growing up with a father who was a mechanic I had an appreciation for cars and motorcycles from an early age. I shared my first bike with my brother that had little more than a 40cc engine but it opened up a world of excitement for me, I was hooked. As I grew older I progressed onto bigger bikes and...

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